Wel­come to Mar­wen AR

AUG­MENTED AD­VER­TIS­ING. Free | www.wel­come­tomar­wen.com/

TechLife Australia - - DISCOVER -

Wel­come to Mar­wen’s new app is call­ing it­self the ‘world’s first aug­mented re­al­ity film clip’, which is sig­nif­i­cant in its own way, even if it’s only re­ally a mar­ket­ing mile­stone. Wel­come to Mar­wen – in cin­e­mas in Aus­tralia from Jan­uary 31 – is about Mark Ho­gan­camp (played by Steve Carell), who con­structs a World War II dio­rama and pop­u­lates it with dolls of him­self and the women in his life after a sav­age beat­ing out­side a bar leaves him with no mem­ory of his past life. It’s based on the real events por­trayed in the movie Mar­wen­col, and if this app is any­thing to go by, it’s not go­ing to be very good. The AR func­tion­al­ity is neat, as you can move around a recre­ation of Ho­gan­camp’s dio­rama as a scene from the movie plays out, take pho­tos, and click on char­ac­ters to learn more about them and watch be­hind-the-scenes footage. But the scene it­self is con­found­ing, and while it’s a neat tech demo it’s still, ef­fec­tively, just an ad for a movie that doesn’t look so hot.

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